Don’t Just Show Up: Get More From Conferences And Events

For CPA and advisory firms, conferences and events can be strong growth opportunities, but only if they’re treated as part of a business development strategy, not just a calendar item. Too often, firms attend or even sponsor events without clear goals, the right mix of people, or a plan for what happens after the event is over. The result is a lot of activity with little to show for it.

Start with a goal, not a booth

The strongest event strategies start long before anyone gets on a plane. Firms should have clear goals in mind for each event: building visibility in a key market, strengthening existing relationships, meeting targeted prospects or referral sources, or generating qualified leads. That clarity helps determine whether an event deserves sponsorship dollars, who should attend, and how success will be measured.